2012
DOI: 10.1108/20450621211306584
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Never innovate to compete rather innovate to change the rules of the game

Abstract: Subject area New product development and introduction, Marketing. Study level/applicability The case is suitable for post-graduate students in management, or in their final year. The case is intended for those business school students who are familiar with the basics of marketing management and are going through a course on new product development. The level of difficulty for post-graduate management students as far as this case is concerned is medium to high. The case can be a part of the following courses … Show more

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